>> i think the most effective ad that they have is on the air right now. it's capturing a small segment of the statement that governor romney made behind closed doors, not realized he was being taped, about the 47%. and it puts pictures of people who fall into that 47% on the screen and basically suggests that governor romney doesn't want to represent you and you and you. >>> mitt romney attacked 47% of americans who pay no income tax, including veterans, elderly, the disabled. >> my job is not to worry about those people. >> doesn't the president have to worry about everyone? >>> what makes it effective is governor romney's voice. and the fact that when you listen to the extended statement, you can make a plausible case that the tone was dismissive and so the ad reinforces something that people are inclined to believe about a republican, and they do it by showing you governor romney saying something and now a second factor comes into play. he said it in private. and when we're judging messages, we have these shortcuts that we just come to trust. politicia